// By Susan Dubuque // As New York’s largest health care system, Northwell assumes the unique responsibility to support the community by helping each member live the longest, fullest life possible. The marketing team set out to create an inspirational campaign featuring a cast of New Yorkers who have reached the remarkable age of 100+.
// By Marcia Simon, APR // Traumatic injury of the brain or spine can be caused by a sports or work accident, age-related, or other medical issues. Whatever the cause, physical rehabilitation requires a significant amount of follow-up home care after a patient leaves the hospital.
// By Ross K. Goldberg // Editor’s Note: This article kicks off our Q1 series on Advertising — and what better place to begin than with the ingredient most essential for successful advertising: TRUST.
// By Lindsay Resnick, MHA // Overall, the 2024 forecast for the health care sector is “fasten your seat belts.” Investments in technology adoption or replacement, labor costs, spending on infrastructure, and a volatile economy translate into higher insurance premiums, rising hospital and physician fees, and increased drug prices. It’s time to end the blame game finger-pointing that’s consumed the industry and move the health care sector toward an environment of collaboration.
// By Jane Weber Brubaker // If you and your doctor speak the same language, communication is easier. And if you live in certain neighborhoods, have health insurance, and understand how it works, if you have a way to get to your appointments, you have clear advantages.
// By Jared Johnson // Health systems throughout the country explore nontraditional partnerships and find success as they seek to transform their consumer experiences. In our 2024 forecast, you’ll hear from leading innovators about exciting new partnerships with health systems in retail care, hospital at home, and other areas where they see future opportunities to better serve consumers.
// By Brian Griffin // Today, consumers have a seemingly endless array of media options to choose from, causing many health care marketers to ask: “How should I allocate my limited budget to maximize the effectiveness of media buying?” It’s a crucial question that will often determine the success or failure of marketing campaigns.
// By Marcos Irigaray // In health care organizations, the relationship between corporate strategy, culture, and brand is vital, complex, and often overlooked. But it holds immense potential for driving success. Across all industries, successful businesses achieve this relationship by connecting their corporate strategy and external market-oriented brand management with complementary and equally focused and institutionalized internal brand management (Burmann, 2005).
// By Ross K. Goldberg // What is the greater challenge: identifying challenges that health care public relations will face in 2024 or limiting those truths to a 1,200-word article? The answer is clearly the latter. Year after year health care public relations professionals see unanticipated new challenges pile up on those left over from the year prior until the hill becomes so high that scaling Mount Whitney seems to be an easier task. 2024 looks to be no different.
// By Brian Griffin // The population of the Phoenix metro area is booming. During the past decade (2012-2022), the region gained 800,00 residents to surpass the 5 million mark in population, according to the U.S. Census Bureau. This is good news for Phoenix Children’s health system, which is benefitting from an influx of young families moving into the area.
// By Wendy Margolin // Among the most important currencies in health care is trust. Meanwhile, trust in leadership today is at an all-time low. According to PwC’s 2022 Consumer Intelligence Series on Trust, 87 percent of executives think customers highly trust their companies. In reality, it’s roughly 30 percent. That makes thought leadership from hospital executives a key method of cultivating stakeholder trust. The more leaders are accessible and knowable, the more employees and patients can trust the institutions they guide.
// By Ron Shinkman // Health care in the U.S. has been very good to those who participate on the business end of the enterprise, but the comfort they enjoy is often at the expense of others. Those frictions are likely to guide the future of the sector in the coming years.
// By Marcia Simon, APR // How can a health system make a difference in utilization, quality and outcomes, and cost — and improve engagement with underserved members of its community? This was the topic of a recent presentation at the 2023 SHSMD Connections Virtual Conference.
// By Susan Dubuque // You don’t know what you don’t know until you’re faced with leading your organization through a crisis. Here are three stories from leaders whose best advice is to expect that, sooner or later, a crisis will come. It’s not if – it’s when.
// By Cheryl L. Serra // As a faith-based, mission-oriented organization, OSF HealthCare (OSF), founded in the late 1800s, has historically met internal and external challenges through innovation. In the past decade OSF, headquartered in Peoria, Illinois and serving patients in Illinois and Michigan, has ramped up innovation, digital care, and efforts to transform the health care landscape.
// By Wendy Margolin // In March 2020 Paul Gadd, director of internal communications at University of Utah Health, answered a call from the emergency management director. Senior leadership decided to set up BLU-MED tents — emergency management tents in preparation for a natural disaster or mass casualty incident. It was still early in the pandemic, and there hadn’t been a single diagnosed case in Utah. The site of sealed medical tents outside the hospital was sure to induce fear among staff and the public.
// By Brian Griffin // Last year, Central Pennsylvania-based WellSpan Health established two major goals to combat breast cancer and strengthen the health system’s market position: 1) heighten awareness of breast care services, and 2) increase mammography screenings. These relatively common goals for health care organizations are often supported by the same time-worn tactics that marketers have used for years to reach women, such as mass media advertising.
// By Susan Dubuque // The foundation that supports philanthropy at Virginia Commonwealth University Health deploys the same advertising strategies and tactics used to market service lines with the added benefit of building trust and reinforcing the mission and brand. Learn how you can apply your advertising know-how to support fund development for your organization.
// By Susan Dubuque // The chief marketing and customer officer for Renown Health shares how collaboration between marketing and PR enhances effectiveness and improves efficiency. Learn how bringing together marketing and public relations can stretch budgets, enhance the brand, and produce better outcomes.
// By Jane Weber Brubaker // No matter how large or small or rural or urban a health care organization is, there are certain universal truths that apply when it comes to being the guardian of its reputation in the community. But the way public relations and communications teams approach things may vary greatly depending on how they are structured, the strategic priorities of their organizations, and the needs of the community.
// By Susan Dubuque // The chief marketing and communications officer for Geisinger shares how collaboration between marketing and public relations enhances effectiveness and efficiency. Learn how unifying efforts between marketing and public relations can maximize budgets and generate better outcomes.
// By Wendy Margolin // The U.S. is the only high-resource country in the world with a rising maternal mortality rate. As shameful as that is, it gets worse. One group of women — Black women — are 2.6 times more likely to die from pregnancy than White women, according to CDC. In a 2017 study, Black women were five times more likely to die from postpartum cardiomyopathy, preeclampsia, and eclampsia than white women.
// By Susan Dubuque // Marketing and talent acquisition executives from Michigan Medicine share how collaboration and brand alignment helped to address staff recruitment and retention challenges for their organization. Learn how collaboration between HR and marketing can enhance recruitment and retention efforts.
// By Ron Shinkman // There are hospitals and health systems with reputations verging on veneration. But for all the world-renowned research and medical breakthroughs that occur at such institutions, the average person sometimes doesn’t realize that these famous hospitals also provide bread-and-butter clinical services. That can make it a challenge to attract patients seeking routine care.
// By Wendy Margolin // When it comes to women’s health, there’s a lack of attention, funding, research, and education. From the moment we start menstruating, it’s a secret. Girls are often embarrassed to tell their mothers, which is partly what makes Judy Blume’s book and recent movie, Are You There, God, It’s Me Margaret, so charming.